MacOS KenDensed: Hello Mountain Lion & Apple’s Straight-shooting CEO

| MacOS KenDensed

Mac OS KenApple had a few surprises for us this week. First was the announcement of OS X Mountain Lion, the second was CEO Tim Cook’s presentation at a Goldman Sachs conference. There were more, but Mac OS Ken’s Ken Ray had so much to say on these two topics that we just had to let him roll.

Surprise! It’s Mountain Lion
Sometimes it seems as if all of the Apple surprises are gone. We expect big sales numbers ahead of earnings reports. We expect new iPhones and iPads months before we get them. Software updates are seen from a mile off. Yep. The days of the Apple surprises seem to be long gone. Then Apple says it’s updating the Mac operating system in a few months.

That was surprising.

The Cupertino company sent out a press release this week saying, yup, we’re releasing the next big cat in a few months and releasing a developer version today — currently known now as Thursday.

I really figured we’d be done with the cat names. I was wrong.

Apple, on Thursday, released the first OS X Mountain Lion Developer Preview with Over 100 New Features, and no “Mac” at the front of it. For those of you who’ve already asked, is already taken, and not by me.

It’s okay. I really doubt Adam’s gonna change the name of his show to just plain Cast, and I really doubt Victor’s gonna change the name of his show to The Typical User.

But I go wildly off topic.

Mountain Lion will be the ninth major OS X release and will be a bigger blend of the desktop and iOS worlds than Lion proved to be.

Quoting Apple’s press release, “Mountain Lion introduces Messages, Notes, Reminders and Game Center to the Mac, as well as Notification Center, Share Sheets, Twitter integration and AirPlay Mirroring.” And the piece says Mountain Lion is “the first OS X release built with iCloud in mind for easy setup and integration with apps.”

Also included: Gatekeeper, a feature the company says gives users control over which apps can be downloaded and installed on a Mac either letting people install them from any source they like, or allowing them to use the “default setting to install apps from the Mac App Store, along with apps from developers that have a unique Developer ID from Apple.”

“For maximum security,” says the release, “you can set Gatekeeper to only allow apps from the Mac App Store to be downloaded and installed.”

The walls. They are getting higher.

The Twitter integration is interesting. According to the press release, “Twitter is integrated throughout Mountain Lion so you can sign on once and tweet directly from Safari, Quick Look, Photo Booth, Preview and third party apps.”

The preview release of Mountain Lion became available to Mac Developer Program members on Thursday. It’s scheduled to be out to the general Mac using public by late summer of 2012.

It is so weird to have a big update just one year after another big update, though it may never seem weird again.

According to Wired, Apple is approaching OS X updates in two new ways from now on. For one, no big event to announce the next big update. Witness the lack of big event on Thursday. And two, a new update every year.

Quoting Wired,

The company plans on updating its desktop software every year, from 10.8 to 10.9 until the innumerate future, just like it currently does with iOS. It’s an incremental approach to steadily add new features, rather than rethink the OS from scratch. Until, of course, Apple needs to rethink the OS from scratch again.

Whether Mountain Lion continues what some have called the iOSification of the Mac or starts what GigaOm’s Weldon Dodd refers to as the iCloudification of the whole system, The New York Times says the message of the update is clear: “If you’re going to buy one Apple product, you might as well keep buying more.”

“When users first start up Mountain Lion,” notes the piece, “they are asked to enter their iCloud credentials. This way, content like notes, messages and event reminders can be easily shared between multiple Apple devices.”

So make your notes where you wanna… they show up everywhere. Want to contact someone via iMessage? You no longer have to grab your phone to do it.

Gartner analyst Michael Gartenberg says Apple is thinking about “a world where the personal cloud is rapidly displacing the personal computer as the center of the consumer’s digital life.”

iCloudification of all of it.

Stephen Baker, VP of Industry Analysis at NPD Group says, “Consumers don’t like change and they don’t like uncertainty… When I, as the consumer, know that I can get a consistent experience across all my devices, it makes it much easier for me to buy products from that company since I know the learning curve will be short.”

Tim Cook: Speech Maker
Remember when Steve Jobs used to smack analysts silly for clinging to the share buyback or dividend idea? Smack them silly verbally I mean.

Those days are over. And Apple CEO Tim Cook is willing to consider the idea, or at least willing to be seen as considering the idea.

The Apple CEO spoke this week at the Goldman Sach’s Technology and Internet Conference. A conference that I’m guessing was named in 1996 since you could hardly have a technology conference today that did not involve the Internet.

But I digress.

The first question was not about Apple’s amazing pile of cash, but it was addressed and we’ll address it first so we can be done with it.

Speaking for Goldman, analyst Bill Shoppe who asked the CEO about Apple’s nearly $98 billion in cash. Saying that it had been used sparingly in the past, Shoppe wondered over Apple’s reluctance for dividends and share buybacks, and should a change be expected along those lines?

The CEO disagreed that Apple had used its cash sparingly, pointing out that they’d spent billions in the supply chain, billions on acquisitions — including purchases of intellectual property — they’d spent billions on retail. But yeah, they still have a lot.

“We’re judicious,” said Cook. “We’re deliberate. We spend our money like its our last penny.” He repeated his assertion that he was not religious about holding money, but they need to be deliberate and really think through what to do with cash.

He did acknowledge that they have more cash than they need to run the business on a daily basis, and they are actively discussing what to do with it.Apple CEO Tim Cook

No toga party, though. He actually said that. Too bad, really. $98 billion would buy a seriously stellar toga party.

Kind of neat that a financial firm didn’t lead with “show me the money.” Shoppe started off with a question about workers in the supply chain, giving Cook an opportunity to say how important workers are to the company, how important education opportunities are for those workers, how important it is to eliminate under-age workers from the supply chain, how important worker safety is, and how glad Apple is to be doing what it’s doing with the Fair Labor Association, which is inspecting the supply chain.

Speaking of worker rights and the supply chain, Cook said “We know people have a high expectation of Apple… We have an even higher expectation of ourselves.”

Remember how Apple sold a lot of iPhones last quarter? Yeah Tim Cook’s not so sure. 37 million is how many they sold, and 37 million is a big number; 17 million more than in any other quarter before. But it’s only 25 percent of smartphone market and only 10 percent of cellphone market, so while the numbers were big, the potential, he says, is “jaw dropping.”

“What we’re focusing on is the same things we’ve always focused on… making the world’s best product.” If they keep doing that then they should sell more iPhones.

How does Apple handle the high cost of iPhone in emerging markets, where retailers rather than carriers seem to rule the cellphone space?

CEO Cook says everybody wants the best product, not a cheap version of the best product. Go-to-market in the emerging world has to be addressed in a different way, though he does point out that Apple was sort of able to bend China to the way of the west with its Unicom partnership, at least in that case China became more of a subsidized market.

What’s the word on the Mac in emerging markets? Both the iPhone and the iPad are creating a halo effect for Apple’s computers, similar to the halo effect created in the west by the iPod back in the day.

To see evidence of that, Cook says in 2007 — the year before the iPhone was released internationally — revenue from all emerging markets, including China, other parts of Asia, South America, Eastern Europe, and so on totaled $1.4 billion. Last year, revenues in all of those areas totaled $22 billion.

And that, he says, is just the beginning.

Funny thing to me: TV talk. I read an article from someone that said Cook hinted during the presentation at a full-fledged Apple Television, but I think you’d have to have wanted to hear that to have heard that.

I, on the other hand, did not want to hear it. So maybe that’s why I didn’t.

Why is it still a hobby was Shoppe’s question.

While he made it clear he would not talk about future products, Cook said Apple calls Apple TV a hobby because they don’t want people to think they think its got iPhone, iPad, or iPod-sized potential.

Quoting the CEO,

Apple doesn’t do hobbies as a general rule. We believe in focus and only working on a few things. So, with Apple TV however, despite the barriers in that market, for those of us who use it, we’ve always thought there was something there. If we kept following our intuition and kept pulling the string, we might find something that was larger. For those people that have it right now, the customer satisfaction is off the chart. We need something that could go more main-market for it to be a serious category.

I didn’t hear him say full on Apple television in there, though I didn’t hear him say no full-on Apple television in there, either.

Cook is as into Siri and iCloud as was his predecessor saying that both are profound. iCloud is a strategy for next decade or more. Siri marks “another profound change in input,” along the lines of multi-touch before it and the mouse and keyboard before that.

He believes people today will talk to their grandkids about Siri and iCloud as profound changes.

And finally, CEO Cook was asked about what will define the Tim Cook era at Apple.

To this Cook replied, “Apple is this unique culture and unique company. You can’t replicate it. I’m not going to witness or permit the slow undoing of it. I believe in it so deeply.”

Steve grilled in all of us over many years, the company should revolve around great products. We should stay extremely focused on a few things, rather than try to do so many that we did nothing well. We should only go into markets where we can make a significant contribution to society, not just sell a lot of products. These things, along with keeping excellence as an expectation, these are the things that I focus on.

Those are the things that make Apple this magical place that really smart people want to work in, and do not just their life’s work, but their life’s best work.

“We’re always focused on the future,” wrapped Cook. “We don’t sit and think about how great things were yesterday. I love that trait, I think it’s the thing that drives us all forward. Those are the things that I’m holding on to and it’s a privilege to be a part of it.”

That was a much longer recap than I meant to do, and yet it was not everything. If you’d like to hear everything Apple has the presentation available online.

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As a creative professional who has used Apple computers and software since 2000, I’m troubled by the thought of a new operating system update every year. I’m still on Snow Leopard. It serves my needs. I have some valuable applications that require Rosetta. I suppose I could find other solutions in the Lion’s den, but why should I? Because Apple tells me to? I don’t think so.

A new OS update every year? Great. Apple can barely get the current OS stable when it releases an new update. Will we be required to update all our apps each year as well? And what about this Gatekeeper? Security or just a means to keep me from getting software from sources other than the great App Store? (No, this is not about having to pay the yearly Apple OS tax!)

I recently returned an iPhone because I’m unable to access iCloud on my Macs running Snow Leopard. In June I’ll lose MobleMe sync functionality and who knows what will become of my mail address. I’m slowing changing my email addresses on all web sites in anticipation of the end of my mail come July 1.

I’ve made a large investment in Apple computers and Mac-compatible software. If there were an alternative, I’d bolt from the land of Think Different. But, sadly, alternatives are few and far between. So I’m stuck. I’ll use Snow Leopard until my Macs quit working or Apple finds a way to force to stop. After that, who knows?

I rely on my Macs for work. iOS may be fun, but OS is vital to my livelihood. Unfortunately, Apple doesn’t care what its users need. They’re more concerned with telling their users what they need, and if they don’t buy it - well, force them.

Apple is the Pied Piper and consumers are following blindly. Shame, shame.


I rely on my Macs for work. iOS may be fun, but OS is vital to my livelihood. Unfortunately, Apple doesn?t care what its users need.

I think your concern is shared by many professionals who rely on their Macs for work. Is Apple turning its back on professional users?.

I’m a freelance photographer and video producer who use my Mac to edit DSLR video and photos. Final Cut Pro X was a shock to the professional video editing world, because it only shares the name with previous versions of Final Cut Pro. Everything else has been changed! And it’s been changed in the direction of an amateur product similar to iMovie.

The iOSification of OS X is another clear indication of the direction Apple is moving these days.

The sad fact is this: Even though Apple has traditionally had a stronghold in certain professional areas like graphic design, video and music editing their customer base has changed along with the success of the iPod, the iPhone and the iPad. Apple has become a consumer electronics company going for the mass market - not the much smaller professional market. As the sales numbers for the last fiscal quarter showed it’s a strategy that’s paying off for Apple - big time!

Seen from our professional vantage point it’s sad to see Apple slowly losing interest in its professional Mac customers, and I’m with you in that. But as much as I hate it, it’s hard to blame Apple for seizing this opportunity to reach for a much larger market for their products. The iPhone and the iPad has won Apple millions of new costumers who would never even have considered a Mac. And now, with Mountain Lion, Apple is clearly trying to pave the way for these new iOS customers to invest in Macs too.

From a business perspective I think it’s a smart move by Apple.
But as a professional Mac user I’m sad to see Apple abandon its old pro customers whose livelihoods depend on the Mac and Apple software.

Lee Dronick

See today’s Joy of Tech Comic, it is about Mountain Lion


Sigh.  All I see is one poster who is determined to stick with Snow Leopard and refuses to upgrade to new Intel-based apps, and somehow sees this as Apple’s fault.

Sigh.  And another “professional” editor who was shocked and offended when FCPX was introduced and…GASP!... wasn’t just an upgrade of the same old FCP we’ve been using for years.  It was new!  It was different! (you know, just like FCP was when it first came out…)  It was Apple abandoning the professional market!  (and not just a bunch of whiney creative types)

Sigh.  What folks don’t seem to see is that it’s not the iOS-ification of Mac OSX, but more a move to get OSX capable of being run on iOS devices.  Imagine an iPad with that software on it.  Apple’s headed there and using both OSX and iCloud to get us there.

Stop squirming so much and enjoy the ride!  You can’t see it yet, but it IS for your own good.  smile


As a professional user still on Tiger (that’s 10.4 if you’ve forgotten) I feel your pain. But seriously, the “Professional” market is tiny compared to the consumer market.

If I’m a stockholder (which I am). I’m much happier with billions of happy consumers than with thousands of happy professionals. We professionals stopped being purchasing influencers a long time ago.


I see people attributing motives to other people, which is always dangerous and generally wrong.

Has Apple ever said we’re abandoning pro users? I’ve never heard it.



An annual OS upgrade “availability” does not force Mac users to upgrade very year.  My family and friends have various Macs running different versions of OS X.  There are still users using not only Snow Leopard, but also Leopard and prior OS’s.  Many still supported by Apple with updates, bug fixes, etc.

You commented that Gatekeeper would keep you from getting software from sources other than the App Store.  Have you not read there are 3 different Gatekeeper settings?  One is for App Store only (which is NOT the default setting).  One is also for allowing install of software from any source.  Were you not informed about these flexible options of Gatekeeper?

Also, you can still access your email for free with iCloud on your Snow Leopard OS at (web based, like accessing other web based email at Gmail, Yahoo Mail, etc).



If you need Rosetta apps, you can always run those apps under Snow Leopard in a dual boot configuration of Snow Leopard on one partition and Mountain Lion on the other.

Apple has not forced their customers to upgrade.  While most will upgrade, there are ways to keep older software working if the customer is open minded to how to configure their Mac.  Closed minded customers will struggle to keep up when the answers to their problems are right in front of them.

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